Charting Your Own Path: Why Independent Thinkers Thrive in Billboard Investing By Frank Rolfe

When faced with challenges, the natural instinct to follow the crowd often feels safe. But history shows that those who break away from the herd—true mavericks—frequently find greater success. Consider the horse chased by cowboys: the one that follows orders ends up corralled, while the one that takes its own path stays free. This lesson applies just as much to billboard investing as it does to life.

Success in Billboards Often Defies the Norm

When I first told people I planned to invest in billboards, the reactions ranged from skepticism to outright dismissal. “You’ll never compete with the big companies,” they said. But that mindset—the belief that only established players can succeed—is the same trap that stops many from even trying. Innovators like Steve Jobs and Bill Gates proved that thinking differently and taking calculated risks can create new opportunities. The billboard business is no different. Success comes not from following others but from forging your own path.

Build at Your Own Pace

One of the greatest advantages of billboard investing is its scalability. Unlike industries requiring significant upfront investment, this business allows you to start small and grow incrementally. You don’t need to quit your job or risk everything—weekends and evenings are often enough to begin. Each billboard is its own project, letting you control how much time and money you invest. This step-by-step approach reduces risk and allows for sustainable growth, making it an accessible option for many.

Don’t Let Inaction Hold You Back

The biggest hurdle to starting something new is often hesitation. There’s an old adage: “Think like a person of action, and act like a person of thought.” Success requires both careful planning and timely execution. If you keep postponing decisions, you may never move forward. The truth is, starting in the billboard business involves minimal risk—so there’s little to lose and much to gain.

Choose Your Own Path

Life offers countless directions, but the one that aligns with your own goals and instincts is usually the most rewarding. Following the crowd might feel secure, but it often leads to missed opportunities. By thinking independently and acting decisively, you position yourself to achieve results others might never reach.

By Frank Rolfe

Frank Rolfe started his billboard company off of his coffee table, immediately after graduating from college. Although he had no formal training on the industry, he learned as he went, and developed his own unique systems to accomplish things, such as renting advertising space. Frank was formerly the largest private owner of billboards in Dallas/Ft. Worth, as well as a major player in the Los Angeles market.